Research - Inclusion of 3rd Party Resellers in brand name organic search results

Situation:
● OTAs are automatically inse...
Hotel name search - TripAdvisor has moved up to 2nd place

Google automatically adds OTAs to the map listing
Brand name organic results = 1st on page 1

Hotel site - after OTAs
Brand + location search

Organic results 1st Page 1
● drop down menu from brand owned site
● owner site - direct bookings ...
Brand name organic results = 1st on page 1

3rd Party sites within
brand name + map results
Geo + Brand search

Organic results = 1st on Page 1 + map
● Google + page promoted
Validated Google + Business Page - drop down booking menu- owner site last
Customers discover brands + names in online media, blogs + sharing plus OTAs

They search by name after discovery
= must b...
Summary
● Hotels can expect an increase in 3rd party bookings, as a
result of this Google Adwords strategy
● Even big bran...
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Hotel direct clicks offset ot as - oneglobe strategies

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Hoel online marketing actions to help independent hotels and accommodation providers compete with Google Adwords - inserted into hotel name organic search results.

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Hotel direct clicks offset ot as - oneglobe strategies

  1. 1. Research - Inclusion of 3rd Party Resellers in brand name organic search results Situation: ● OTAs are automatically inserted in Hotel brand name organic search results ● High commission 3rd party sites compete directly within brand search results Solutions: ● Subdomain + create high value pages; - get guests direct ○ distribute link generously in email signatures, QR codes ○ optimize for maximum shareability ● Optimize for Bing + Yahoo E. Craig craig@ogn-xtra.com Online Marketing for Hospitality
  2. 2. Hotel name search - TripAdvisor has moved up to 2nd place Google automatically adds OTAs to the map listing
  3. 3. Brand name organic results = 1st on page 1 Hotel site - after OTAs
  4. 4. Brand + location search Organic results 1st Page 1 ● drop down menu from brand owned site ● owner site - direct bookings - last choice
  5. 5. Brand name organic results = 1st on page 1 3rd Party sites within brand name + map results
  6. 6. Geo + Brand search Organic results = 1st on Page 1 + map ● Google + page promoted
  7. 7. Validated Google + Business Page - drop down booking menu- owner site last
  8. 8. Customers discover brands + names in online media, blogs + sharing plus OTAs They search by name after discovery = must be 1st on Page 1 in name searches Source - Google Think Customer Purchase Decision Path
  9. 9. Summary ● Hotels can expect an increase in 3rd party bookings, as a result of this Google Adwords strategy ● Even big brands are affected - but smaller groups + independent hotels do not have commission negotiation power, so will see the impact on net rates more intensely Prediction: ● Vacation rental, short terms apartments listings will be next Join us on Futuremakers for actionable solutions Contact us for custom, ‘right size’ solutions Liz Craig - craig@ogn-xtra.com E. Craig 3 2013

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